The practice is that most companies focus on the complete restyling of their website (in addition to the case of creating it from scratch for those who do not yet have one) expecting immediate results in terms of visitors and generation of new leads.
Even by applying the best techniques relating to programming, graphics, functionality and content, reality tells us that the development of a new site or its graphic and/or functional review constitute only the first steps of a path aimed at achieving results concrete.
In fact, the mere presence of the platform online, even if implemented in the best possible way from every point of view, is not enough for it to be reached by the target audience.
Below we look at six key activities for launching and promoting a new website.
Use of social channels
Regardless of the fact that your company does not yet have a website (or that the current one is undergoing a total restyling), it almost certainly counts on an extensive presence on social media . Social media is an excellent channel for generating anticipation and involvement in the imminent publication of the new site.
To optimize your reach, you should use a mix of organic and paid posts ahead of your new site launch. The average reach of organic posts on Facebook has plummeted to 5.2%, meaning only a small portion of your audience will be made aware of this fact with free posts alone.
In any case, “teaser” posts, to be conveyed on social media, represent an excellent tool for offering a preview of the new (or renewed) website, as well as providing the public with a brief overview of what’s new.
Email, DEM and postcards
It is likely that your company’s Sales and Marketing departments have collected a fair amount of contact information about prospects and customers both online and offline, through participation in trade shows and conferences, or visits with potential customers.
Both customer emails and their physical addresses constitute touchpoints for coming into direct contact with the target audience through email, DEM or a simple promotional postcard.
Pre-existing customers are on average the most likely to access your new site and convert.
The advice is to focus on a new style, both in terms of graphics and content, to better capture the audience’s attention.
Another very important aspect is to underline, within the various communications, the advantages deriving from the new platform. For example, the fact that the new website will allow easier and faster interactions, or the purchase of new products under particular conditions.
However, care must be taken not to overwhelm customers with too many web or paper communications.
A balanced solution could be to send a teaser email before the site launches and a reminder email on the day of publication.
Press release
Good coverage in traditional media, such as local press, trade magazines and business association newsletters, can provide visibility for the new site. It is important to write an informative press release, avoiding excessively promotional tones, and include relevant data and company statements to make the message more complete and interesting.
The press release should be relatively concise, while still offering all the relevant details regarding the site launch . It is important that the content of the message is informative and as little promotional as possible, highlighting the innovations inherent to the new site.
Including any statistics and/or a statement from top management can help make the press release more complete and interesting.
The countdown
Sometimes even apparently accessory elements are able to make a difference to the results.
For example, a banner on the homepage that says something like ” We’ll be back soon with a completely revamped site ” followed by the launch date and, perhaps, a countdown timer.
Again, a short bulleted list of new features or, more generally, improvements that customers will find is a relevant aspect in commercial terms.
Blogs
There are several digital marketing channels you can use to further promote your new site. One of these is the blog which, as we have always recommended, should be a distinct entity from the site, having different purposes and purposes.
An article that talks about the new website, anticipating and delving into various aspects, constitutes another effective tool, created internally and aimed at a wide audience.
Special offers
Once the imminence of the new site is announced, it is not a given that visitors will arrive.
We know that leads and customers are always looking for something of value that can influence their choices.
Therefore it would be more appropriate than ever to accompany the launch of the site with special offers for a limited period, for example a discount on the first order placed online, a discount on the first month of service or even a free exclusive item as a gift with the first order that will be placed on the new web platform.
Conclusions
As you have seen, the work to adequately promote the launch of a new website is long, complex and requires multiple specialist figures so as not to overlook essential aspects.
Contacting an agency specialized in Communication and Digital Marketing is certainly the most effective investment to achieve concrete results and not waste time and energy.
In this way it is possible to implement a precise strategy shared with the company as well as putting into practice the tactics capable of bringing the best results.
